Michelle Obama's 2020 documentary, "Becoming," recently witnessed a remarkable spike in viewership, capturing the attention of millions of viewers on Netflix. This significant increase coincided with the theatrical release of a film focusing on Melania Trump, drawing a stark contrast in audience engagement and reflecting the current polarized political landscape. The surge in "Becoming" viewership, which saw a 13,000 percent rise, suggests a strong public interest in the former First Lady's journey and personal reflections, as detailed in her best-selling memoir and subsequent documentary.
The data from Luminate indicates that over the weekend of January 30 to February 1, "Becoming" garnered an impressive 47.5 million minutes watched. This figure is a dramatic increase from the mere 354,000 minutes viewed during the preceding weekend. This unexpected boost for the Netflix documentary emerged as Brett Ratner's film "Melania," distributed by Amazon MGM, debuted in cinemas. Despite a significant marketing spend and a theatrical release, the "Melania" documentary earned $7.1 million, with a demographic largely composed of older female viewers, indicating a targeted appeal to a conservative base. Critics, however, were largely unfavorable towards "Melania," with a 5 percent rating on Rotten Tomatoes, although audience polls by CinemaScore showed a more positive reception, suggesting a divide between critical and popular opinion within its specific viewer segment.
Conversely, "Becoming," produced by the Obamas' Higher Ground Productions, was initially released in May 2020 during the COVID-19 lockdown. Directed by Nadia Hallgren, the documentary delves into Michelle Obama's experiences while promoting her 2018 memoir of the same title, which has sold over 10 million copies globally. The divergent performance of these two documentaries, one achieving a massive streaming audience post-theatrical debut of another, underscores a fascinating aspect of contemporary media consumption and political alignment. While direct comparisons between box office revenue and streaming viewership can be complex, the clear preference shown for "Becoming" online, especially against the backdrop of a competing political figure's cinematic release, offers a unique insight into the viewing habits and political leanings of different segments of the population.
The contrasting performances of these documentaries serve as a compelling illustration of the deep political divides that currently exist. The significant jump in engagement for Michelle Obama's documentary, juxtaposed with the theatrical struggles of the film about Melania Trump, highlights how audiences are gravitating towards content that aligns with their perspectives and interests, even years after initial release. This trend points to the enduring appeal of certain public figures and the power of streaming platforms to revive and amplify content, particularly when it resonates with prevailing social and political currents.